Melvin the Magical Mixed Media Machine (or just Melvin the Machine) is best described as a Rube Goldberg machine with a twist. Besides doing what Rube Goldbergs do best – performing a simple task as inefficiently as possible, often in the form of a chain reaction – Melvin has an identity. Actually, the only purpose of this machine is promoting its own identity.
Melvin the Machine was created by studio HEYHEYHEY. They tried to create, what they call, a ‘super moment’ at which the experience counted rather than the end result. Initally Melvin featured for 10 days in MU artspace during the 2010 Dutch Design Week where around 14.000 people came to see Melvin perform. In February the video was shot in the beautiful ‘De Ploeg’, a (former)factory designed by Gerrit Rietveld.
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